Motorist driving West across the Bay Bridge into San Francisco could be facing new fees if a proposal is approved to charge people who drive certain routes at certain times is passed. November 21, 2008

Photo: Lance Iversen, The Chronicle

Motorist driving West across the Bay Bridge into San Francisco...

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The morning commute clogs the southbound lanes of Doyle Drive, the elevated portion of Highway 101 stretching from the Golden Gate Bridge to Lombard Street, in San Francisco, Calif. on 3/15/06

The idea of making San Francisco the first city in the nation to combat congestion by imposing a toll on motorists who drive on the local roads is "totally doable" from an administrative standpoint, a top city transportation official deemed.

But clearing the necessary political and public opinion hurdles is another matter altogether.

Charging people more for anything is always a tough sell. Talk about reaching deeper into people's pockets when the economy is in the tank is even more difficult.

It's his agency that, with the help of a $1 million federal grant, has been studying the feasibility of congestion pricing in San Francisco.

The idea will inch forward Tuesday, when the authority's directors - a group made up of the city's 11 elected members of the Board of Supervisors - will be presented with various pricing scenarios and toll-zone locations, and an analysis of the potential benefits and disadvantages.

"Congestion pricing is totally doable in San Francisco," Moscovich said. "There are alternatives that can be implemented with ways to mitigate the impacts."

For example, commercial fleets could pay discounted tolls, and low-income people, residents who live in the toll zones and drivers with certified disabilities could be exempt from paying. Among the other looming policy decisions, if the program proceeds, is how much to charge, where and when.

The goal behind the program is to get people out of their cars, which proponents say would relieve congestion, increase traffic speed and cut carbon emissions. Those who continue to drive would pay a toll at certain times and in specified locations. As envisioned, the revenue would be aimed at public transit improvements and pedestrian and bike projects - initiatives to make alternatives to driving more attractive.

London and Singapore already use toll-based congestion pricing to manage traffic.

San Francisco transportation planners are looking at various scenarios, such as charging motorists at the major entry points to the city - the Bay Bridge, Golden Gate Bridge and the freeways to the south; or charging people who drive into the Civic Center, downtown and South of Market - job centers where traffic is heaviest.

In the London program, cameras capture license plate numbers as the vehicles enter the pay areas, and the owners must settle the bill either before or on the day of travel. The payments can be made by telephone, text message, online, mail or in person at designated stores. San Francisco may be able to make use of the automated FasTrak system, already in use on Bay Area bridges.

Details, including possible toll prices, will be revealed Tuesday when the authority's governing board meets. No vote will be taken.

San Francisco Mayor Gavin Newsom has embraced the concept, saying in January that "a sensible congestion-pricing plan is the single greatest step we can take to protect our environment and improve our quality of life."

But whether he eventually goes along with what the transportation authority ends up recommending is unclear. "The devil is in the details," Newsom spokesman Nathan Ballard said Thursday.

Demand-based pricing to alter transportation habits already is in the works in San Francisco. Under the SFpark program, the cost to park at a curbside meter or in a city-owned lot in certain neighborhoods will vary, in a trial project set to start next year. When parking is plentiful, the price will go down; when it's scarce, the charge will go up. Officials say this will help assure that parking is available and reduce the need for drivers to circle the block in search of a space.

While boosters herald the idea as beneficial to the environment, opponents call the driving fees a jobs killer.

"The economy is on life support and you want to add more costs to driving in the city? I don't think so," said Ken Cleaveland, director of government and public affairs for the Building Owners and Managers Association of San Francisco. "Listen, we're going to be grateful to have people driving to our stores and operating businesses in the city. We don't need any more impediments."

Instead, he said, the city should do more to enforce the laws already on the books to keep traffic moving, such as cracking down on drivers who double park or block intersections.

In order to proceed, the plan would need local and state legislative approval, and, possibly, an administrative OK at the federal level. City officials also are determining whether San Francisco voters would have to sign off. Implementation could be several years away.